Google has started to roll out its ‘social search’ project to all searchers on Google.com in what is another move towards integrating social media into the search engine.

Social search allows you to search your social networks rather than the entire web. For example, if I wanted to look at the latest buzz around the iPad launch, I could restrict my search to what my friends on Twitter have been saying.

Social search results are also now appearing towards the bottom of general searches.

Following the integration of real-time results into search results last year, this development is further proof that Google sees social media as a new frontier in search and one that it is putting social media firmly front of mind.

For brands, this only increases the importance of building social media relationships with your customers and prospects.